A New Colour Brown

Ammonia free colour cream enriched with carotenoids and melanin for a strong anti-oxidant action that is able to cover perfectly white hair, to lighten up to three levels to darken and to change the reflex.

How to use:

Always mix with A New Colour Cream Base and A New Colour Activators following the instruction in the leaflet.

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Inspiration

A NEW COLOUR and creative intelligence.

Inspired by the multi-coloured world of insects with their sublime amalgamation of shapes, colours and light, and the scientific potential of carotenoids and melanins, Davines has turned the world of colouring upside down for salons, at last offering a way to work with pure colour and transform it into brand new results, with maximum comfort for customers and full respect for the hair's structure.

natural triumph of color

Inspirational video: drops of A New Colour

3 component system

An authentic emblem of Sustainable Beauty, A NEW COLOUR is an innovative system in 3 components, for permanent colouring with truly extraordinary results which avoid the use of ammonia, making use instead of the properties of natural active ingredients which are carefully balanced.

A versatile system designed to work on target, guaranteeing excellent performance with extreme simplicity in use and no waste, whether covering grey hair, lightening or darkening or changing reflects.

The strong point of the formulations, the same colourings used by Nature to create its chromatic glory day after day: carotenoids - vegetable pigments with an antioxidant action (that influence the colouring of various creatures including insects), and vegetable melanin, an antioxidant and anti-free radical, extracted from the date palm. To create the alkaline environment on the hair necessary for the pigments to penetrate, Davines laboratories have replaced ammonia by monoethanolamine (MEA), a hydro-soluble, biodegradable biological substance, completely odourless, boosted by a synergy with metasilicate, a mineral quartz agent with remarkable light refraction capacity.

A formula revolution that represents a turnaround for colour services, bringing the stylist's creativity to the fore and simplifying the technique, with the certainty of a result with multiple plus points: a service that is enjoyable and gentle, free from unpleasant effects and odours; the impact of the colours, velvety, intense and multi-faceted; the poly-sensorial fascination of hair that is soft, hydrated, and lastingly shiny.

3 component system: colour cream, cream base, activator

Angelo Seminara presenting A New Colour

Graphics and packaging

A NEW COLOUR comes packed in a style that is anti-conventional yet refined, entrusting its colour message to contrasting black and white, the non-colours par excellence, which gives the packaging a timeless solemnity and opens the way to infinite creative possibilities in tones without overpowering them.

The name is enclosed in an hand designed frame that suggests a solemn timeless approach to the image of the line: its task is to underline the credibility and scientific soundness of a premium, high quality formula with a frank, authentic approach.

The attention to detail reflects the company's ethical and aesthetic values, the special graphics designed by hand, the choice of strictly eco-sustainable materials (aluminium, PE, FSC-certified paper, vegetable-based inks), the emphasis on quality and scientific rigour in the premium formulation.

The result is a striking image, highly dignified, which makes the very most of Davines' new colour frontier more than ever before.